Netflix is trying an “amazon” with the launch of it’s e-shop – while watching the thriller series “Lupin” and many other Netflix originals on your favourite device, you could probably order a pillow or a T-Shirt or a Hoodie and more. Seriously. On 9 June, Netflix launched it’s e-store in collaboration with Shopify. The company, unlike Disney has not plans to go offline. But then, this is not a decision that just the company decides, the market scenario and customers do.
Unlike the traditional Tv+cum OTT players such as HBO, Discovery and Hulu, Netflix relies solely on the monthly subscription from it’s viewers which, due to the pandemic has soared over the past 1 year. That there are 200 million subscribers to Netflix worldwide is some solace. Now, how to maximise returns. That’s where the company sees a revenue from the e-shop.
Josh Simon joined Netflix in Mar. ‘20 from Nike and runs the consumer products division. his 60 member team has struck deals with Amazon, Walmart, Sephora, Target and many others to sell clothes, toys, beauty kits, housewares among others related to it’s series and films. Simon described the e-shop as a boutique and that products tied to only a few Netflix shows will be added in the first few weeks.
Product licensing is a USD 128 Bn Industry worldwide and a third of it is from the US alone according to a study by Licensing International, a trade group. By value of business, Disney leads by leaps and bounds, by selling plates, jigsaw puzzles, tin pails and other goodies featuring it’s iconic characters such as Mickey and Minnie Mouse, Snow White, etc. as far as pack to the 1920s. In India, however, this Industry has not thrived due to scores of counterfeit products flooded in to the country, most of which are cheap imports.
Indian Actor Dhanush’s tamil feature film “Jagame Thanthiram” is the first original Netflix film in the regional genre and will release worldwide (sic) on screens coming Friday 17 Jun/ ‘21. It is to be seen if the company will launch merchandise of Indian films where the actors have a large following among the masses.